What’s The Value Of A ‘Like’?

What’s The Value Of A ‘Like’?

Social media and its role in marketing can be quite the puzzle – even for some of those who are sold on the benefits. They check their “likes” and they figure that a bigger number is better than a smaller one, but beyond that they are perplexed. “What does it all mean?” they wonder. In short, I racked up a bunch of likes but the question remains: what’s the value of a like? I was talking about this very topic this morning with Jay York, EMSI’s senior social media strategist, about how easy it is to overlook the fact that those likes so many people are chasing have more value than initially meets the eye. But before we look at that, we need to re-visit briefly how it is that people interact – or don’t – on social media. Most of us probably know people who are extraordinarily active on Facebook, Twitter, Instagram or other platforms. They post their views on the presidential debate or share a fascinating article they read on a science magazine’s website. They let you know their child scored a goal in soccer, that they’re dining at an Italian restaurant tonight or that they just installed new kitchen tile. They also routinely comment on, like or share what others post. Then there are those who rarely if ever post anything. Essentially, they are spectators, not participants. But that doesn’t mean they’re unaffected by what they see because people retain a lot of the information they see even if they aren’t active on social media. Both types of social media users come into play when you’re...
How To Grow A Social Media Following Using Resources You Already Have

How To Grow A Social Media Following Using Resources You Already Have

At one time or another we all probably have dreamed about what we could accomplish if we had unlimited resources. Of course, for most of us the “unlimited resources” situation never progresses beyond that dream stage. But maybe that doesn’t always matter. Just this morning, Jay York, EMSI’s senior social media strategist, was sharing with me how anyone can begin growing the number of followers they have on social media right now, using nothing more than the resources they already have at hand. Before you know it, you could have an impressive social media network of potential clients or customers, connecting them to your website and staying in front of them as much as possible until the day arrives when they have a need for what you have to offer. The payoff can be a long time coming, but just getting out there and being a part of their thought process at some level is important. That’s why even well-established brands such as McDonald’s or Coca-Cola – companies that need no introduction – continue to advertise through traditional channels as well as on social media to keep their products in front of you. They are after that top-of-mind awareness. So let’s take a look at how you can grow your following on social media by using the resources you already have available. Here are a few of Jay’s tips: Make use of current contacts. You probably already have an email list of clients or customers, plus people who have expressed an interest in what you have to offer. You may also have a newsletter list. Draft an email encouraging...
Managing Your Expectations For Social Media Marketing

Managing Your Expectations For Social Media Marketing

I’ve found that sometimes even clients who are enthused about their social media campaigns aren’t always clear on what to expect from them. Their usual ways of measuring success – such as how many leads or sales were generated – don’t really apply with social media marketing, and that leaves them puzzled. In speaking this morning with Jay York, our senior social media strategist about clients’ expectations, he made some great points that I wanted to share with you. He said, “People mistakenly focus too much on ‘likes’ and figure the more likes the better.” Certainly, likes are important and more is better than less. But it can take a long time to start collecting a lot of likes, and ultimately they aren’t the most significant factor to measure anyway, Jay says. For example, the number of people you’re reaching can grow much more quickly than your likes. Your reach might even quadruple in a month and that’s a much superior way of measuring how things are progressing. So just what are the best ways to calculate whether you’re setting and achieving realistic goals on social media? Here are a few things Jay says you should expect from your efforts: Growth of followers. You definitely should see growth in your number of social media followers, but beware of trying to compare your growth to others or putting too much value on follower count. A company with a well-established brand, or one that has a product for which there is widespread need or demand, is going to see growth much more quickly than a company that hasn’t had much exposure....
Sizing Up The Value Of Social Media

Sizing Up The Value Of Social Media

Social media has been a critical piece of the brand-building puzzle for so many years now that you’d think its value no longer needs explaining. Yet every time I think we’ve reached the point where explanations are unnecessary, something occurs that reminds me that maybe that moment hasn’t arrived just yet. In fact, just recently we had a conversation with a new client who was trying to understand why social media is valuable to his branding efforts. To his credit, he really was trying to get it, that’s why he signed up for it. He just needed some reassurance, as do many people who aren’t exactly sure of its value to their overall marketing strategy. I think that too often people or businesses launch a social media campaign with great enthusiasm, but lose steam quickly when they don’t see instant results. They’re often looking at social media as a lead generator or as a direct-sell campaign, and it’s simply not that. Instead, social media is a way to build brand recognition over time by getting your name or your company’s name out there, staying in front of potential customers, clients or readers on a daily basis. While I don’t like using clichés, this is truly a marathon, not a sprint; something that you’re in for the long haul. Let’s take a look at a few aspects of social media and why you have to be there! Social media supports your other marketing efforts. A social media presence is just one of the many things you should be doing to build or promote your brand. Ideally, you want a multi-channel...
Are You Set Up For A Successful Social Media Campaign

Are You Set Up For A Successful Social Media Campaign

After months – or more likely years – of hearing about how you need to include social media as a vital part of your branding strategy, you’re finally convinced.

You’ve decided to take the plunge!

But hold on there! While you want to take advantage of this up-to-date venue for promoting your personal or business brand, are you properly prepared to take on a social media campaign that will accomplish your goals?

Is Your Reputation In Peril? Let Social Media Ride To The Rescue

Is Your Reputation In Peril? Let Social Media Ride To The Rescue

By now you probably realize (I hope) what a key role social media can play in helping you build and promote brand recognition. But social media can do even more than that! It’s also a vital tool for keeping your reputation shiny at a time when anyone can take to the internet and write a scathing report of their interactions with you – whether fair or not. Critical media reviews, embarrassing news reports and unhappy customers with an ax to grind all can create online headaches for you, leaving your reputation in shambles. When prospective customers or clients type your name into a search engine, they are greeted by all that negativity and may decide that it’s best to take their business elsewhere. Ouch! But you don’t have to just sit there and take it. You can strike back, not with cruel jabs of your own, by the way, but by letting your social media tell a better, more positive and more captivating story about you and your brand. How do you go about that? I asked EMSI’s senior social media strategist, Jay York, to share with you a few tips for using social media to manage your online reputation: Have a varied social media presence. This is basic, but critical. You should maintain a number of social media channels, such as Facebook, Twitter, LinkedIn, Pinterest and others. The more you are out there, the greater the odds that when someone Googles you or your business, your social media will show up on the first page of search results instead of someone’s negative assessment of you. And because of...